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Brand building in Swedish start-up fashion companies.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 60 credits / 90 HE creditsStudent thesis
Abstract [en]

The objective of the research was to confirm the theoretical framework on brand building with the empirical data. This comparison was performed with the intention to provide a more objective and practical view on the challenging process of brand building in start-up Swedish fashion companies and thus, assist them in their development. Qualitative research based on interviews was the main research method throughout the work. There are two types of data that have been collected in order to assist the research such as theoretical and empirical. Theoretical data was extracted from the variety of books and articles on brand building, while the empirical data was gathered using interviews as the data collection method. Interviews were performed with Swedish start-up fashion companies in order to better understand the brand importance, brand building process and challenges that companies face.

As a result of the qualitative research based on interviews, practical steps of brand building in start-up fashion companies are presented and then compared with the theoretical framework, in order to get a more objective view on the process and assist start-up companies in their development. All this data was analyzed and documented as well as results and propositions for future research.

Place, publisher, year, edition, pages
2011. , 30 p.
National Category
Engineering and Technology
URN: urn:nbn:se:kth:diva-41315OAI: diva2:443566
Available from: 2016-06-22 Created: 2011-09-26 Last updated: 2016-06-22Bibliographically approved

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